an alternative to U&G; predicts media choices but not media effects; assumes anticipation of media effects on own moods
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assumptions
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individuals choose media that minimizes bad moods and maximizes good moods; subconscious knowledge of what stimuli will do is based on early random exposure; then at least subconsciously people learn what words and what doesn't
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characteristics of stimuli
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excitatory potential of stimuli modifies intensity moods; bored people
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high absorption effects
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helps alter moods
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low absorption effects
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helps maintain moods
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